Director of Marketing and Member Experience, APAC

Found in: Talent HK C2 - 2 weeks ago

Hong Kong, Hong Kong SAR China Urban Land Institute Full time

POSITION SUMMARY

:

The Director of Member Experience is a member champion and advocate who deeply understands the member needs and wants to inform a global member experience strategy (and regional linkages) to create immediately engaged and long tenured member segments. This role creates the necessary connection points across the ULI ecosystem (products, programs, CS, content etc.) to ensure members are aware of and engaged in relevant ULI benefits. The Director of Member Experience will define the regional, comprehensive member psychographic and behavioral member personas that will inform member benefit strategies, pricing strategies, product enhancements, content /communication/channel prioritization. This role will also lead the development and management of member journeys focused on key stages (join/rejoin, onboarding, engagement, and retention) globally and within their respective region. This role will define metrics of success and KPIs to demonstrate how a holistic experience strategy drives impact, revenue, and operational excellence. The Director of Member Experience will work across departments and Local Council teams to educate stakeholders on member personas, needs, and drivers to encourage organization wide ownership of managing the member experience. This position focuses on the Asia Pacific region and reports to the Senior Vice President of Member Experience within the Integrated Marketing organization. 


SPECIFIC RESPONSIBILITIES:

Member Experience Strategy

Plans, prepares, and implements regionally adapted strategies, aligned with global member experience strategy to drive APAC member growth, engagement, retention, and brand ambassadorship to achieve organizational membership headcount/revenue/social impact metrics. Manages and cultivates the member personas strategy / framework and uses it as the basis for defining and enhancing relevant member benefits and engagement points across ULI ecosystem.  Responsible for designing member journeys for key member cohorts including 1st and 2nd year, members under 35 and 35-45.  Lead the development and manage the execution of an enhanced prospecting strategy including target list development and offers to drive membership growth.  Lead the design and management of an enhanced retention strategy focusing on the Asia Membership segment (Individuals and Annual Sponsors – in collaboration with Council leads).  Works with head of research and insights to define member research agenda, including efforts such as Member Engagement Index. Work with Local Council leads and other stakeholders (e.g. Membership Chairs) to proactively communicate performance of membership, insights and learning and partner with them on growth and retention strategies.

Day-to-Day Management/Implementation 

Analyzes campaign metrics related to content, style, and demographics to optimize future marketing. Ensure member experience team is executing testing, wherever possible, for all key marketing efforts. Serves as a strategist and partner to all other departments across ULI, owning the member experience and serving as a facilitator to help guide other teams to drive organizational objectives. Works with the regional marketing ‘coordinator’ /comms to ensure integration of marketing activities within member touchpoints. Responds to requests for information and provides marketing materials and data insights/strategic guidance to internal stakeholders.  Assume role as ULI ambassador in region and engage with senior member leaders, prospective members and partners at key events (ULI and other). 

  Business/Financial Operations

Work with IT and Customer Services department to represent member experience team on optimizing business operations to support an ideal member experience.  Supports business operations to enable seamless transactions and reporting for individual memberships in the Asia Pacific. Responsible for designing member experience insights and reporting process as well as handle monthly, quarterly and YE updates for Asia Pacific region to stakeholders.  Preparation and analysis of membership data and insights to APAC Executive Committee and Senior Leadership Team on monthly and quarterly basis.  Assist SVP, Member Experience, in defining targets for individual membership growth, engagement, and renewals in the Asia Pacific region.  Monitor and report on key KPIs to SVP, Member Experience, to measure success of Asia Pacific region campaigns against annual goals. Provides guidance in the preparation and management of the Member Experience departmental budget. Coordinate with APAC CEO and SVP Corporate Partnerships to forecast Asia Membership Budget. Manage budget on a monthly basis. 

  EXPERIENCE:

Minimum eight to ten years of marketing experience. Experience in membership marketing in a nonprofit individual membership association or a for-profit loyalty program is desired.  Experience working in a global, matrixed organization. Excellent interpersonal and organization skills required.  Experience in testing and performance measuring.  Experience in digital marketing, including social media, email marketing, marketing automation, and data-driven marketing. Intermediate to advanced PowerPoint skills. Excellent written and oral communication skills. Experience in working in an international environment. Proficiency in Chinese is preferred. Role can be based in China, Hong Kong SAR or Singapore.

EXPERIENCE: 

To apply, please click on the link below. Please submit a cover letter and CV are required with your application.

ULI is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to protected characteristics. All applicants are encouraged to confirm whether any reasonable adjustments to the recruitment process are required.

No relocation reimbursement is offered at this time.

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